نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت ، واحد علی آباد کتول ، دانشگاه آزاد اسلامی ، علی آباد کتول، ایران.

2 دانشیار دانشکده مدیریت، دانشگاه بین المللی امام رضا، مشهد، خراسان رضوی، ایران.

3 استادیار گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی ، علی آباد کتول، ایران.

چکیده

چکیده:
هدف: امروزه چابکی سازمانی به عنوان عاملی مهم در پیشبرد اهداف سازمان، افزایش بهره‌وری و روحیه کارکنان سازمان، ارتقای سطح تعهدسازمانی، سلامت فیزیکی و ذهنی و رضایت از زندگی در میان کارکنان سازمان مطرح شده است. در فضای کسب وکار غیر قابل پیش بینی و متغیر عصر کنونی، برتری در رقابت، هدف اصلی هر سازمانی است. در چنین شرایطی، کوچکترین لغزش، گاه می‌تواند منجر به زوال یک سازمان شود. بنابراین واکنش سرع سازمان به تغییرات محیطی از اهمیت و ضرورت زیادی برخوردار است که چابکی یکی از راهکارهای واکنش سریع سازمان به محیط پیرامون است. روش شناسی: پژوهش حاضر یک تحقیق کیفی-کمی است و از لحاظ هدف یک پژوهش کابردی و از نظر شیوه گردآوری داده‌ها یک تحقیق توصیفی است. یافته‌ها: نتایج نشان می‌دهد که 8 مولفه برای چابکی استراتژیک شامل قابلیت‌های فناوری، خلاقیت نوآورانه، یادگیری سازمانی، توازن داخلی، روشنی چشم‌انداز سازمان، درک قابلیت‌ها، واکنش استراتژیک و حساسیت استراتژیک شناسایی و تعیین شدند. همچنین 5 مولفه برای تمایلات رفتاری مشتریان شامل توصیه کلامی به دیگران، تمایل به تغییر، خرید (مصرف) پایدار، افزایش میزان خرید (مصرف) و افزایش هزینه خرید (مصرف) (پرداخت بیشتر) شناسایی و تعیین شدند. همچنین نتایج نشان داد که رابطه معناداری بین مولفه‌های چابکی استراتژیک با مولفه‌های تمایلات رفتاری مشتریان وجود دارد. نتیجه‌گیری: نتایج نشان میدهند که چابکی استراتژیک و ابعاد آن شامل قابلیت‌های فناوری، خلاقیت نوآورانه، یادگیری سازمانی نقش تعیین کننده ای در تمایلات رفتاری مشتریان دارند.
واژه‌های کلیدی: چابکی استراتژیک، تمایلات رفتاری، قابلیت فناوری، خلاقیت نوآورانه، یادگیری سازمانی

کلیدواژه‌ها

عنوان مقاله [English]

Strategic agility model based on customers' behavioral tendencies in the insurance industry

نویسندگان [English]

  • mohammad amin ahmadzadeh 1
  • Mohsen moradi 2
  • Mahmoud Reza Mostaghimi 3

1 PhD student of Islamic Azad University, Aliabad Katoul, Aliabad Katoul, Iran.

2 University Professor and Head of Islamic Azad University of Khorasan Razavi Province, Khorasan, Iran.

3 Assistant Professor, Faculty of Management and Accounting, Azad University, Aliabad Katoul Branch, Aliabad Katoul, Iran.

چکیده [English]

Objective: Today, organizational agility has been proposed as an important factor in advancing the goals of the organization, increasing the productivity and morale of employees, improving organizational commitment, physical and mental health and life satisfaction among employees. In the current century, new developments have caused organizations to expand very rapidly, so that providing services and products with quality and speed to meet customer needs is one of the major challenges of the current century in manufacturing and service organizations. In today's unpredictable and changing business environment, competitiveness is the main goal of any organization. In such cases, the slightest slip can sometimes lead to the deterioration of an organization. Therefore, the rapid response of the organization to environmental changes is of great importance and necessity that agility is one of the strategies for rapid response of the organization to the environment. Agility by influencing the factors inside the organization has been able to play an important role in the components outside the organization, one of which is customers. Agile organization has been able to create a positive image in the minds of customers by providing timely services, tailored to customer needs and also based on environmental changes. This image plays an important role in customers' behavioral tendencies and attitudes. In this regard, the present study aimed to provide a model for strategic agility and its relationship with customer behavioral tendencies (Case study: Asia Insurance Company) has been reviewed and conducted.
Methodology: The present study is a qualitative-quantitative research and is an applied research in terms of purpose and a descriptive research in terms of data collection method. The statistical population of the research is the managers and experts of Asia Insurance Company as well as university professors. The statistical population is defined in two qualitative sections (managers of Asia Insurance Company as well as university professors) and quantitative sections (all employees and experts of Asia Insurance Company in Khorasan Razavi). In the qualitative section, a statistical sample of 10 people was selected and selected, and in the quantitative section, using Cochran's formula, 187 people were selected as a statistical sample and selected by available random method. The data collection tool is a semi-structured interview (Delphi Snowball Questionnaire) that after identifying and extracting the dimensions and components of the research model, a quantitative questionnaire was developed and studied and the data needed to validate the model were collected.
Results: The results show that 8 components for strategic agility including technological capabilities, innovative creativity, organizational learning, internal balance, clarity of organizational vision, understanding of capabilities, strategic response and strategic sensitivity were identified and determined. Also, 5 components for customers' behavioral tendencies, including verbal advice to others, willingness to change, sustainable purchase (consumption), increase in purchase (consumption) and increase in purchase cost (consumption) (overpayment) were identified and determined. The results also showed that there is a significant relationship between the components of strategic agility and the components of customers' behavioral tendencies.
Conclusion: The results show that strategic agility and its dimensions including technological capabilities, innovative creativity, organizational learning have a decisive role in customers' behavioral tendencies. Therefore, in order to direct the desires of customers, it is necessary to pay more attention to strategic agility in the organization and to introduce indicators such as innovation, creativity and learning in the processes of the organization.
Keywords: Strategic agility, Behavioral tendencies, Technological capability, Innovative creativity, Organizational learning

کلیدواژه‌ها [English]

  • Keywords: Strategic agility
  • Behavioral tendencies
  • Technological capability ،Innovative creativity
  • Organizational learning
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